CLIENT

Meijer

AGENCY

The Distillery Project

TAGLINE

You get more at Meijer

CAMPAIGN

TV / Radio / Social

THE DISTILLERY PROJECT TEAM

Founder/Chief Creative Officer: John Condon
Creative Director: Per Jacobson
Chief Brand Officer: Ben Kline
Executive Producer: Nik Traxler
Copywriters: Victoria Probert + Jake Kwasiborski

Fresh out of portfolio school, Midwestern grocery store chain, Meijer, was my first client. Ever. As a copywriter at The Distillery Project (TDP) based in Chicago, my role was to capture the community spirit that defines Meijer, making the brand’s voice warm, relatable, and genuinely connected to its customers. Collaborating with this client and TDP leadership was a rewarding experience learning how to blend strategy with heartfelt storytelling. When people outside of the Midwest ask me what Meijer is, I always say – “It’s kinda like Walmart meets Home Depot… but with way friendlier vibes.”

2014 - Small Agency of the Year

The first brief I won fresh out of portfolio school was with a script I wrote called “Balloon.” The spot aired on major cable networks across the Midwest
(my Jewish mother was confused, but proud).

Radio

Meijer's "True Detroit" campaign was created to raise awareness about the wonderful local businesses the company partners with. These spots ran online and in stores.